ThinkNoLimit Marketing Coaching

Heard from the news recently that majority of HK people are not aware of the fact that HK is the host city of the East Asain Games. What's more, there are insufficient sponsors of the event during the financial tsunami and there may be potential deficits for the government to absorb. A TVC like this can solve the former issue of awareness. The trouble is HK is such a small place with 7 million people. Although all of us know the East Asian Game will be held here, will that help boost up the sponsorships for the event tremendously ? The problem with money remains but how can more money be raised ? Open for discussion please.

The financial tsunami represents an opportunity for fast food and cheap eats. Supposedly people will tighten their belts and eat out less too. How about some hot freshly made pizzas at home ? I think Pizza Hut has picked the right time to promote its delivery service. Although there is no new news talking about the same hot pouch that has been advertised about before, the ad will definitely boost up top of mind awareness. The message of the ad is very clear as being single-minded.

The tone and manner of this ad is so Canon. At the beginning, I thought it was selling DC or photo printer again. Memories, happy faces, slices of life, all these imageries are associated with the use of digital photography. Yet it's selling the document/file retrieval of a new copier (I'm not too sure just by watching the TVC). I can't judge whether the message is clear as supposedly it targets business users for office use of this machine. The strange part is the ad is aired on TV where most of us wouldn't find it relevant.

What is 直銷, direct selling ? In theory, by direct selling, it means manufacturer sells directly to customers without going through any middlemen like wholesalers or retailers in the distribution. So it's kind of misleading for DSC for call itself 直銷中心. It's just a discount retailer of electrical appliances and electronic products. Although it's not a theoretically correct name, it has helped DSC to build a good bargain image against other retailers. Nowadays consumers equate 直銷 with good bargain . Perception is reality. It doesn't matter anymore.

This new TVC of Coke is currently on. It goes along the same line of the previous TVCs. That is "going well with food" or "food pairing". The imagery is very similar too where it features a group of young people enjoying food and getting happily together. Just that the timing of the TVC is a bit weird. It is said to be the perfect match with hotpot but would it be better if it's aired earlier when the weather is cold ? Another thing worth noting is that Coke original, Coke Light and Coke Zero have been grouped under the same proposition umbrella of going well with food. It seems a logical thing to do as at the end they all come under the same brand.

It's Friday. Been writing too much already. Want to leave something for your discussion again. My only comments about this ad is that it may have include too many copy points selling different attributes of the product. How would you choose one from the various attributes and make it the key message that sells ?

Organic is the trend. Organic soy sauce is nothing new under the sun. The question has become whether organic is an edge for your product so that you can charge a premium or organic will become a hygienic , must-have attribute for every brand over time. The latter may be true as product attribute can be copied easily. BTW, take a look at the packaging. I almost can't recognize the brand from the pack design. "Pearl River Bridge" in green classic English fonts. What a radical change !